Hands of the Earth – Lavazza ¡Tierra!

In the heart of Milan, during Green Week and the Film Festival, Piazza XXV Aprile was transformed by a monumental floral sculpture: two hands rising to cradle a coffee bean, a symbol of origin, care, and renewal.

Crafted entirely from natural materials, the installation embodied Lavazza’s ¡Tierra! vision. Sustainability rooted in beauty.

Layers of moss and floral foam shaped the hands, while the bean itself was clothed in living plants such as kalanchoe and heuchera. At once sculptural and organic, it stood as a powerful reminder of the link between earth, agriculture, and culture.

Towering above, a giant billboard mirrored the gesture, uniting art and campaign into one immersive experience. For days, the square pulsed with this living icon — an emblem of balance between people and planet, and of nature’s ability to both inspire and sustain.